This ad campaign might just convince you that Kashmir is the #WarmestPlaceOnEarth

The ad campaign has been conceptualised by JWTETBrandEquity | September 25, 2017, 17:00 IST

Jammu & Kashmir Tourism has come up with a new campaign to draw tourists to the place. That Kashmir is beautiful is a fact recognised for its stunning landscapes, snow peaked mountains and rivers. Known as the ‘heaven on earth’ the place is a popular destination for tourists.

This campaign makes a shift by focussing on the hospitality and the welcoming nature of the people.

“The film highlights how an average Kashmiri reacts when he receives tourists and how he hosts them,” said Mahmood A Shah - Director of Tourism Jammu and Kashmir.

The film brings to the fore the experience of a young couple who are on their first trip to Kashmir.

Watch the film:

Speaking about the film, Senthil Kumar, chief creative officer, JWT says " Kashmir is blessed with not just the most beautiful places but the most beautiful and welcoming people. This film brings this to the forefront and makes a point about why there is simply no reason to not come to Kashmir. We wanted to change the conversation from negative to the positive emotion of ‘Kashmiriyat’ and reveal the warm-hearted side of Kashmiris. It’s a heartwarming story of what original Kashmiri people are like. We want to take out the controversy and negativity around the state and make people fall in love with it all over again.

Jaibeer Ahmad, EBD & VP, a Kashmiri himself when asked about how the campaign was developed, says ‘When we started working on the campaign we knew that we will be making a beautiful film. Yet we also knew that we didn't want to make just another campaign that is limited to the stunning landscape, the snow peaked mountains and rivers. So we looked further and deeper. But honestly, all we had to do was look for the most obvious and experienced part, that makes Jammu and Kashmir not just a destination but a memorable experience’